Bella’s team and the label (Warner Records) and I all knew that she actually had the passion and the talent and the motivation to really push it. We knew from the start that there’s a lot of other TikTokkers making music and music videos, and the fatal flaw of all of them is that everything from the song production to the press release to the video feels like it’s all TikTok forward… like a TikTokker that’s kind of just half-assing something. It has to be hard to figure how TikTok success will translate into traditional music business success - it’s not a predictable transition. We’re hoping this one (“Inferno”) carries that torch further. That totally shattered everything we expected. But it ended up breaking three or four major records, including being the biggest artist debut video on YouTube of all time in the first month. ![]() We knew that her core following would definitely watch it, and we hoped at least that this video would be a stepping stone to build bigger and bigger projects. But even given that expectation, is a number like that surprising to you? (As of this writing, the count is edging up on 271.8 million.) “Build a Bitch” looks like it had a sizable budget, so there had to be a lot of faith going into it that it’d attract a sizable audience. That is a very significant zero to leave off. VARIETY: Your first video with Bella Poarch has more than 25 million YouTube views… He also talked about matters as practical as the video’s practical fire effects, and how he took 60 years off McCarney’s age for “Find Your Way.” On the eve of “Inferno’s” release, Donoho talked with Variety about the meaning of the video, which takes a “Promising Young Woman”-type scenario to supernatural proportions as Poarch, in an elevator with two men who think they’ve successfully slipped her a date-rape drug, inflicting a series of comic but unnerving tortures upon them, with the help of producer/duet partner Sub Urban. “Inferno” racked up close to 10 million YouTube views in its first day and a half, making it appear as if she’s already built a career, without an album out. But however long his career in music videos lasts (he’s looking to do feature films shortly), it could end up being best known for his role in further raising the profile of the Filipino-American star Poarch, 24, whose “Build a Bitch” feels like a career marker that won’t easily be forgotten. ![]() ![]() He’s also been Twenty One Pilots’ go-to guy for no fewer than seven videos, and done work with artists as diverse as Janelle Monae (he directed her full-length “Dirty Computer” video album), 21 Savage & Metro Boomin (“Glock in My Lap”), Run the Jewels, Khalid, Carly Rae Jepsen and Radiohead’s Ed O’Brien.
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